Mastercard launched the “Priceless” advertising campaign in 1997, featuring things money cannot buy.
The campaign was created by the advertising agency McCann-Erickson. Its familiar format lists prices for several purchased items and then ends with an emotional experience described as “priceless.” The advertisements shifted attention away from the mechanics of payment cards and toward memorable personal moments.
“Priceless” became Mastercard’s most recognizable global marketing platform and was adapted for television, print, digital media, and regional campaigns. The wording is commonly quoted as “There are some things money can’t buy. For everything else, there’s Mastercard,” although individual advertisements have used variations.
The campaign is not the same as Mastercard’s corporate purpose or product name. It is an advertising platform associated with the Mastercard brand. The company was originally known as Master Charge before adopting the Mastercard name in 1979.